Moxie Coffee Co.’s Packaging Is Perfectly Imperfect

Published

January 20, 2023

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The Made Shop designed the packaging system for MOxie, a new coffee shop based in Arizona. The deisgn takes inspiration from the Japanese word “wabi-sabi,” which translates to “perfectly, imperfect.” The simplicity of the design is overwhelmed by the broken coffee cup, a motif representing all that’s broken but far from damaged.

Editorial photograph

Moxie is an uncommon new coffee venture bringing a bold yet sophisticated independent coffee experience to Arizona. The Made Shop created a minimal and memorable visual identity that finds beauty in the broken. The brand takes inspiration from the Japanese idea of wabi-sabi — a worldview that appreciates beauty that is transient, imperfect, and broken. The icon is at once bold and broken. The icon is surrounded by a warm minimalism that shows strength paradoxically through restraint and vulnerability.

Chloe Cordover

Chloe is based out of Savannah, Georgia. While she’s a writer by trade, she struggles to write her own bio. All you need to know is that she’s a lover of dirty martinis, a maker of charcuterie boards, and always has her nose in a book but hasn’t mastered doing all three at the same time. If you want to know more, follow her on Instagram @chloecordover